Marketing research : online research applications/ by Alvin C. Burns

Include index

Chapter 1. Introduction to marketing research -- 2. The marketing research process --3. The marketing process industry process --4. Defining the problem and determining research objectives --5. Research design --6. Secondary data and online information databases --7. Standardized information sources --8. Observation, focus groups, and other qualitative methods --9. Survey data collection methods --10. Measurement in marketing research --11. Designing data collection forms --12. Determining the sample plan --13. Determining the size of a sample --14. Data collection in the field, nonresponse error, and questionnaire screening --15. Basic data analysis: descriptive statistics --16. Generalizing a samples finding to its population and testing hypotheses about percent and means --17. Testing for differences between two groups or among more than two groups --18.Determining and interpreting association among variables --19. Predictive analysis in marketing research --20. Preparing and presenting the research results.